When sales becomes about nothing more than selling, trust is eroded and the relationship between brand and customer disintegrates.

Australia’s Royal Commission Into Misconduct in the Banking, Superannuation and Financial Services Industry demonstrates what happens when profit is put before the customer’s needs. The current situation is unsustainable.

While FSIs have made great improvements in quality of the customer experience and have often led the way in digital innovation, sales is often not regarded as a measure of customer experience. This is a missed opportunity. A relationship manager or insurance agent is often the first (and sometimes only) direct contact a customer has with a financial institution.

Sales and customer experience should have a mutually beneficial relationship in which sales performance and productivity help improve the customer experience, while the customer experience in turn helps sales teams do a better job. Download the new SAP whitepaper to learn how to achieve this.